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Throughout my 25 years of working in talent acquisition, employer brand, and employee communications, there have been many changes and constants. From the late 90s to today, discussions surrounding employee advocacy and ambassadors continue. It’s a topic of keen interest for many organizations seeking to foster positive conversations about their workplaces. And rightly so – employees serve as vital messengers of a company’s narrative, offering a level of trust and reach far greater than traditional corporate channels.

The enthusiasm for employee advocacy often wanes when faced with challenges such as negative reviews, inappropriate online behavior, rogue messaging, or off-brand assets.

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